CRM Solution for Real Estate Lead Management Company

CRM Solution for Real Estate Lead Management Company - A Case Study

The Customer relationship management (CRM) solution is the function of building a long standing relationship with a customer that maximizes profit, since it is cheaper to retain a current customer than it is to find new ones. It also consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Our CRM application customized for a Real Estate Management Company comprehensively eliminated the need for manual intervention and enhanced the operational effectiveness of their agents. A centralized database allowed customized reporting and business intelligence across all their users.  

The Executive Summary The client is a leading lead generation and management company, engaged in the area of buying, selling, renting and leasing of real estate in the US. In order to sustain business profitability and growth, effective communication with agents and timely servicing of leads is critical. The client was using emails and Excel sheets for maintaining lead data, customer contact information, communication with agents etc. which was unable to cope with the increasing business. The client approached Abasys Technologies to develop a customer relationship management solution that could be used for a dynamic and effective agent and lead management.

The Client

The client is a leading provider of lead management services to real estate agents. They are associated with 500+ agents who actively engage in buying, selling, renting and leasing the properties. The client has an active website, a call centre and sales team to generate leads which are shared with agents on a regular basis. They charge their agents a monthly fee and a percentage commission when the deals are successfully closed. 

Business Situation

The industry is extremely time sensitive and highly competitive, and  hence the ability of the sales team to have immediate access to the leads, processing it quickly and closing an order swiftly is essential for any agent. The client’s agent management involved emails, telephonic calls and MS Excel sheets, which was manual and resource dependent. All the information was collated at the end of the week to get a weekly lead and sales data, which was time-consuming, and not so effective for streamlining the inventory and leads. The client decided to implement a Sales Force Automation (SFA) solution to increase operational effectiveness of its team of agents and reduce the turnaround time for each lead.

Solution

Abasys’s team worked closely with the client to design a customized solution for automating their entire sales processes. The SFA solution comprehensively removed the need for manual intervention and enhanced the operational effectiveness of their agents. A centralized database allowed customized reporting and business intelligence across all the users. User orientation and training was also conducted to enable hassle-free adoption by the client’s team. The SFA application implemented by Abasys was a web-enabled system with a user-friendly interface and powerful reporting capability. Users from anywhere could access the application securely and collaborate on every sales related data. This system can also be used by the agents to manage their sub agents or sales representative and hence streamline their internal process without any additional cost. 

Business Impact

The SFA solution helped the client to focus on enhanced customer service, the specific areas of impact it had on the business were: 

• Enabled the qualified agent to contact an end client in less than 3 minutes from registering the lead which does not just create a strong impression on a customer but also greatly increases their confidence in our client’s services.
• System automatically generates tasks and due dates for each lead and thus enforces control on timelines and keeps track of the progress. This enables our client to shift leads from average performing agents to an efficient agents who promotes healthy competition.
• Capability to generate documents like lease agreement etc automatically from the pre-defined templates and securely storing them saves time
• Increased focus on customer management, thereby improving customer service which led to increased customer satisfaction and loyalty.
• Enabled 100% visibility of operations with centralized tracking mechanism.
• Improved communication between agents and the client.
• Enables our client to share best practices, industry updates etc with agents and thus improves agent efficiency.

Technology

• J2EE
• MySQL deployed on with Apache tomcat server
• GRAIL development environment

Value Screamers

• Instant sharing of lead with most appropriate agent based on a built-in robust algorithm.
• Improved front-line efficiency and effectiveness for driving growth.
• Gained competitive advantage through streamlined sales operations.

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